Advice Report 2025
In June, the FCA will publish draft rules for Targeted Support, after years of ‘stop-start’ efforts to create a more supportive environment to help firms tackle the 12.3 million UK adults stuck in the Advice Gap. At the same time, Consumer Duty has shaken up the traditional advice sector, shining a light on ongoing servicing, value for money, and clear fee disclosure and comparison, amongst other things. It is not a dull time!
Who is it for?
This report is designed for consumer-facing businesses operating in the investments, pensions, and financial advice sector, including providers, platforms, and advisory firms.
Key insights:
Persistent Advice Gap
Only 9% of UK adults currently have a financial adviser, despite 25% of them having used one at some point. Advice use, as well as the size of the Advice Gap, remains stable YoY.
Growing trust
50% of non-advised investors and savers with £10k+ say they simply don’t feel they need advice, which is the biggest barrier to advice. However, lack of trust is fading as a barrier. Just 14% cite trust as a barrier to advice in 2025, down from 16% in 2023.
Rise in digital engagement
Younger investors are bypassing traditional advice. Auto-enrolment and digital platforms like Moneybox and Trading 212 are helping a new generation sidestep traditional advice barriers, with more digital engagement.
Making Advice personal
Human help still matters. In trade-off tests, human interaction was the only feature that drove willingness to pay more for advice.
Preferences among the non-advised
Among non-advised consumers, Targeted Support, Guidance, and Simplified Advice are more popular than full advice when cost is a factor.
Data-driven support
Data-driven nudges are welcome. 59% of non-advised investors and savers are comfortable with providers using their data to offer personalised suggestions based on their financial characteristics.
Download the Table of Contents
Download the Advice Report 2025 table of contents to see exactly what’s inside the report. Get a clear breakdown of the topics covered, the data, and the insights Boring Money's latest report outlines.
This report will:
Support business plans
Size and profile the latest advice gap, to support business planning
Segment cohorts
Provide up-to-date insights on demographics and wealth by segment, along with attitudes, preferences and behaviours
Test advice models, demand and comprehension
Explore appetite for Targeted Support and Simplified Advice, sharing feedback on levels of understanding and test disclosures
Reveal patterns and insights from segments
Share insights on common characteristics and segmentation
Share findings on models and value of advice
Provide current data on appetite and understanding of charging models, costs, and the value of advice.
Support the full spectrum of advice services
Suggest strategic planning to support the advice continuum from guidance, to more personalised guidance, targeted support, simplified advice and traditional advice
Sources and methods
Survey of 3,289 nationally representative UK adults, May 2025
Survey of 6,070 nationally representative UK adults, January 2025
Survey with 780 investors from our Boring Money Panel, May 2025
Qualitative interviews with nine prospective targeted support users
Get in touch with us to buy the report
Please contact rachel@boringmoney.co.uk for more information or to request a call with the research team.
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